Development Of Marketing Strategies Research Articles

Exploration Of Subjective Norms Of Tourists In The Application Of Planned Behavior Theory To Predict The Intention To Visit Tourist Objects In Indonesia

This research aims to explore a deeper understanding of the factors that influence tourists' intentions to visit tourist attractions in Indonesia using the Planned Behavior Theory (TPB) approach. This research focuses on exploring tourists' subjective norms, which is one of the main components in the TPB, along with attitudes and behavioural control. The research method involves an online survey targeting a sample of tourists who have visited or intend to visit tourist attractions in Indonesia. The research instrument consists of structured questions designed to measure critical variables in the TPB, with particular emphasis on subjective norms. Data analysis used descriptive and inferential statistical techniques to identify relationships between key variables. The research findings are expected to significantly contribute to understanding the factors that influence tourists' visiting intentions, as well as their implications for developing marketing strategies and managing tourist attractions in Indonesia. It is hoped that the results of this research can become a reference for tourism industry stakeholders, government and researchers in consumer behaviour and tourism to improve the management and development of tourist attractions in Indonesia to increase the attractiveness and competitiveness of tourist destinations globally.

EFFECT OF PRODUCT MARKET MATRIX ON THE PERFORMANCE OF MEDIUM ENTERPRISES IN NORTH CENTRAL, NIGERIA

This research work examined the effect of product market matrix on the performance of medium enterprises in North Central, Nigeria. The researcher used primary data source from a sample of three hundred and eighty four (384) respondents obtained by the use of a structured questionnaire. The data collected was analyzed using descriptive statistics such as frequency, simple percentage and the relationship between the variables of the model were tested using multiple linear regression analysis. The hypotheses of the study were tested using the probability value of the regression estimates. The result of the regression analysis indicates that Market penetration strategy's regression coefficient is 0.401 and significant (p0.05).  Product development strategy is -0.059 and negligible (p0.05). A one-unit increase in product development decreases medium firm performance by 0.059 units. A one-unit increase in market development strategy increases medium firm performance by 0.196 units (p0.05). Product diversification approach has a strong coefficient of 0.319. This means a one-unit improvement in product diversification strategy increases medium firm performance by 0.319 units. It was concluded that businesses must consider the region's market conditions, competitive hurdles, and client behaviors to flourish. It was recommended among others that Market Penetration and Product Diversification Strategies are advised for medium enterprises in North Central Nigeria due to their benefits. Expanding market share and targeting existing clients can increase performance. Diversifying products to fulfill client needs can enhance revenue and performance. Firms should use both methods to optimize profits.

PEST Analysis and Development Strategy of the Market Environment of Bondent Oral Digital Platform

With the rapid development of digital technology, the field of oral medicine is undergoing a revolutionary change. As a leader in the industry, its market environment and development strategy have attracted much attention. By using the PEST analysis framework, this paper makes a comprehensive and thorough analysis of the market environment of Bondent oral digital platform from four aspects of politics, economy, society and technology. Based on the results of the PEST analysis, this paper further explores the development strategy of the Bondent oral digital platform. While maintaining the technological innovation, the Bowen platform should strengthen the communication and cooperation with the government, medical institutions and consumers, deepen the market penetration, and enhance the brand influence. In addition, the Bondent platform should also focus on the competitive situation in the industry, constantly optimize the service process, improve the user experience, in order to cope with the increasingly fierce market competition. The research in this paper provides a useful reference for the Bowen oral digital platform to develop reasonable development strategies in the complex and changeable market environment, and also provides a reference for the market analysis and strategy development of other oral digital platforms.

Understanding consumer acceptance of 3D-printed food in Japan

The global market for innovative food technologies is expanding. 3D-printed food is one such technology, presenting benefits such as personalized nutrition and optimized use of food resources, which can reduce waste. This study explores the factors that influence consumer acceptance of 3D-printed food in Japan, offering essential insights for developing market strategies. We conducted a survey among Japanese residents and developed a consumer acceptance model using structural equation modeling. This model emphasizes the significant influence of social media usage, environmental consciousness, perceived benefits, and interest in innovative foods on the intention to purchase 3D-printed food. Our results indicate that a strong affinity for information through social media can heighten environmental awareness and perceived benefits, leading to increased purchase intent. Furthermore, an interest in new foods can boost the intention to buy 3D-printed food. Notably, environmental consciousness can indirectly affect acceptance through perceived benefits. The potential to reduce food loss may appeal to environmentally conscious consumers. Based on these findings, we recommend that future marketing strategies for 3D-printed food in Japan underscore its environmental advantages and utilize digital media to improve consumer acceptance.

Utilizing Data Mining Techniques to Analysis Changes in Purchase Behavior of Batik’s Customers

Sales transaction data contains rich information potentially used to support company competitiveness. However, interpreting and utilizing transaction data in developing marketing strategies remains a challenge, even for big companies. Therefore, this research aims to develop marketing strategies using data mining techniques. A medium-sized company focusing on producing and selling traditional motif clothes (batik) will be used as a case study. The negative sales trend is the biggest issue currently faced by the company. Hypothetically, this problem is caused by imported products sold at lower prices or changing consumer behavior after pandemic covid. Currently, the company only implements simple analysis of its transaction data. The analysis of transaction data, conducted through five data mining stages, yielded a shift from purchasing small quantities to larger quantities, increased purchases during the final week of each month, and increased purchases on religious occasions. Furthermore, the analysis revealed that 31.29% of all transactions were attributed to loyal consumers, and 192 customers exhibited in Cluster 1 (high transaction quantities and high transaction values). Further investigation also revealed that customers categorized as loyal customers and Cluster 1 have different behaviors that can be used to develop further customer relationship programs. Future research can be conducted by employing data mining techniques to study the organization's assortment of products. Management discussions reveal that changes in consumer buying behavior extend to the selection of items and batik themes.

ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA ROTI BAKAR BANDUNG BONDOWOSO (Studi Kasus Pada Franchise RB. Duzzi)

This research intend to analyze marketing strategies that can increase sales at Roti Bakar Bandung Bondowoso (RB. Duzzi), a toast franchise. In the context of increasingly fierce competition, effective marketing strategies are the key to success in increasing sales. Through a SWOT analysis approach (Strengths, Weaknesses, Opportunities and Threats), this research explores the internal and external factors that influence RB sales. Duzzi. The results of this research provide a better understanding of the strengths, weaknesses, opportunities and threats faced by RB. Duzzi, as well as providing recommendations for marketing strategies that can be implemented to increase sales. Thus, this research contributes to the development of more effective marketing strategies in the context of the toast franchise business.

The Post-Effects of the Authenticity of Rural Intangible Cultural Heritage and Tourists' Engagement.

Amidst the burgeoning interest in rural Intangible Cultural Heritage (ICH) tourism, this study, anchored in the Stimulus-Organism-Response (S-O-R) theoretical framework, chose Meizhou Island in Fujian Province as a case study to examine the impacts of tourists' perceptions of authenticity and their engagement levels on the destination image and loyalty towards rural ICH tourism. Utilizing Structural Equation Modeling (SEM) to analyze survey data, findings revealed that higher perceptions of a destination's preservation of original characteristics and traditional values correlate with a more favorable overall perception of the destination, albeit with smaller impact on emotional connections. Conversely, depth of tourist engagement was shown to enhance both understanding and emotional bonds with the destination. Further, familiarity with the destination was found to foster affection, thereby increasing the likelihood of repeat visits or recommendations. The more tourists know about a place, perceiving it as authentic, the more likely they are to remain loyal; similarly, deeper engagement enhances understanding and affection, increasing the probability of revisiting or recommending the place. These outcomes not only offer new insights into tourist behavior but also provide theoretical and practical guidance for the protection and development of rural ICH tourism, destination marketing, and management strategies, thus promoting the sustainable development of rural ICH tourism.

Beyond STP Marketing Strategy for Online Service Businesses

Purpose: This research presents the new marketing strategy concept with the customization strategy as the specific consumer satisfied to be in line with the online service business.   Theoretical Framework: The researcher studied the elements of marketing strategies for online service businesses. The strategy development process is divided into 4 components as segmentation, targeting, positioning and customization.   Design/methodology/approach: In this research, the researcher uses mixed-methods as qualitative research that analyzed the consensus with fuzzy logic techniques, and quantitative research.   Findings: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy: “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”.   Practical implications: The objective of the study is to find consensus among experts using fuzzy logic and develop market strategies through segmentation, targeting, positioning, and customization strategies to the specific consumer satisfied. In this research, mixed-methods research, among other things, qualitative research was used with 19 experts with in-depth interviews, which analyzed the consensus with fuzzy logic techniques, and quantitative research was used with 983 online service business entrepreneurs.   Originality/value: The research result brings about a new marketing strategy that is going to be a guideline for online service business entrepreneurs, which is comprised of the following market strategy as “segmentation, targeting, positioning, and customization strategy as the specific consumer satisfied”. The obvious thing is that marketing should apply these strategies in decreasing order importance, segmentation, and customization strategies involve the specific consumer needs that are inferior to their importance, plus combining with the targeting and positioning, respectively.

Analisis Pengaruh Influencer dan EWOM terhadap Minat Beli Skincare pada Generasi Z di Kota Batam: Peran Mediasi Brand Image

Rapid developments in the skincare industry have created increasingly fierce competition and require the development of effective marketing strategies. In this context, influencers are one of the strategies adopted to support marketing efforts in the industry. Therefore, this research aims to evaluate the main factors influencing Generation Z's buying interest in skincare products in Batam City. Data was collected through a questionnaire distributed to Generation Z, which is interested in skincare products as research objects and has 321 respondents. The data analysis method used is SmartPLS 3.0, with a quantitative analysis approach. The research results show that influencers who meet the criteria of attractiveness, expertise, social media influence, and EWOM influence the image of skincare brands. The image of the skincare brand also significantly influences Generation Z's buying interest in Batam City. The mediating role of brand image influences attractiveness, expertise, social media influence, and EWOM on purchase intention. However, there is a criterion for influencers, namely trustworthiness, which does not significantly influence the skincare brand's image. Apart from that, the role of skincare brand image does not influence trustworthiness on purchase intention.

Fundamental Models of Consumer Purchasing Behavior: An In-Depth Analysis Since the 1960s.

This paper explores established models of the consumer decision-making process, originated from the 1960s, and assesses the viewpoints of Nicosia, Howard and Sheth, Engel, Kollat and Blackwell, and Fishbein and Ajzen's theories of reasoned and planned behavior. Subsequently, it demonstrates their significance and linkages with current marketing practices, encompassing the effects associated with digitalization and the augmentation of consumer requirements. Finally, the paper puts forth a theoretical model for the decision-making process. These models provide diverse perspectives on how consumer attitudes, purchasing decisions, and interactions with marketing stimuli are formed. However, it is emphasized that these models must continually evolve to remain relevant in an ever-changing environment, as they are critical in comprehending consumer behavior and developing marketing strategies.

Development Betawi Cultural Village Setu Babakan Tourist Destination Through Marketing Strategy Ass Add Value

This research focuses on the development of the Setu Babakan Betawi cultural village tourist destination through marketing strategies as an added value. The research will discuss the development opportunities of this tourist destination and highlight the approach to be taken, namely the marketing strategy to increase the added value of the destination. This research discusses the marketing strategy of artificial tourist destinations, such as the Setu Babakan Betawi Cultural Village Tourism Destination, is very important in the context of cultural heritage preservation and local economic development. This research can have significant positive impacts. First of all, the research can provide in-depth insights into the preferences, expectations and motivations of tourists visiting artificial tourist destinations. The object of this research is in the UN Setu Babakan in Srengseng Sawah Village. This research method uses qualitative with a SWOT analysis approach. This research aims to explore the marketing strategy of artificial tourist destinations, especially focusing on the Setu Babakan Betawi Cultural Village Tourism Destination. The results concluded that through the development of appropriate marketing strategies, this destination can become more attractive to various groups of visitors. The interactive experience that Setu Babakan offers through cultural, artistic, and culinary activities is its main strength

HR Competency Challenges in Developing Marketing Strategies: A Bibliometric Review

In today's dynamic business landscape, the synergy between human resources (HR) and marketing strategies is pivotal for organizational success. This bibliometric review investigates the challenges encountered by HR professionals in contributing to the development of effective marketing strategies. By analyzing 980 research papers published between 1981 and 2024, this study highlights the substantial impact of HR competencies on marketing strategy formulation and implementation. The analysis identifies key thematic clusters, influential literature, and emerging trends, shedding light on areas for future research and managerial practice. Findings emphasize the importance of aligning HR strategies with broader organizational goals and adapting to evolving market dynamics to foster sustainable business success.

Planning A Fruit Shop Business Development Strategy "Nu Mesari Buah" Using SWOT Analysis and QSPM (Quantitative Strategic Planning Matrix) Method

This study employs SWOT analysis and QSPM method to develop a business strategy for "Nu Mesari Buah" fruit shop, focusing on internal and external factors affecting its competitiveness. Through qualitative analysis, including interviews, strengths like strategic location and fresh stock, weaknesses such as price fluctuations, opportunities such as increased demand, and threats like competition were identified. Quantitative evaluations using IFE and EFE matrices revealed stronger internal advantages and opportunities, indicating a favorable position for strategic planning. The IE matrix placed the shop in the Hold quadrant, suggesting market and product development strategies. QSPM prioritized strategies, with increasing goods availability before holidays ranked highest. This aims to meet rising demand by collaborating with local suppliers. Overall, the research offers insights for strategic planning in "Nu Mesari Buah" and similar businesses, albeit requiring gradual monitoring and evaluation for practical implementation, considering environmental and market dynamics.

Improving Food and Beverage Satisfaction in the Private Club Industry

Clubs are created and exist to meet the needs of the members. In particular, food and beverage (F&B) is critical to all clubs because all members use the amenity. Private club members utilize the F&B amenities several times a week, which presents multiple challenges for the clubs. Additionally, clubs have a limited number of F&B staff to serve members, resulting in operational issues that are not apparent to the members. This case study aims at understanding the challenges and issues with F&B operations and developing strategies to increase member satisfaction in food and beverage. The study takes the students through the F&B dilemma facing a private country club to develop marketing strategies for improving member satisfaction.

Digital Marketing Development Strategy of Cocoa Products

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market.   Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs).   Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market.   Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.

In Vitro Fertilization in Central Java: Analysis of Influential Factor X Hospital

<div><table cellspacing="0" cellpadding="0" align="left"><tbody><tr><td align="left" valign="top"><p><em>The low utilization of IVF services can be caused by various factors influencing a person's perspective. People will consider various internal and external factors when using IVF services. The purpose of this study is to analyze the factors that influence the utilization of IVF services, as well as the development of marketing strategies and relevant marketing recommendations on IVF services at Hospital X of Central Java Province. The type of research used in this study is quantitative, with the data collection implementation using descriptive analytics and a logistic regression approach. Sampling in this study was carried out using a purposive sampling technique, with a sample size of 100 respondents. With logistic regression test results obtained. Results where service facilities (p=0.001), specialized health workers (p=0.001), fear of infertility (p=0.001), seriousness of infertility disease (p=0.028), benefits of undergoing IVF (p=0.001), quality of IVF services (p=0.001), cost (p=0.001), and introduction to IVF services (p=0.001). 001) These results indicate that the variables of predisposition, enabler, need, perceived benefits, perceived barriers, product, price, and promotion have a positive and significant effect on the utilization of IVF services at Hospital X in Central Java Province, only the variable of perceived severity is the only variable known to have no significant effect on the utilization of IVF services. This study shows that the problem of infertility is not a serious thing, so it is hoped that further research will strengthen the promotion of IVF so that people who experience infertility problems can be the initial service as a development of marketing strategies and relevant marketing recommendations for IVF services at X hospital.</em><em></em></p><p> </p></td></tr></tbody></table></div><strong><em>Keywords: In vitro fertilization, Infertility, Quality, Service</em></strong>

STRATEGY DESIGN FOR GRIYA COKELAT NGLANGGERAN DEVELOPMENT: APPLICATION OF SWOT AND QSPM METHODS

The purpose of the study is to (1) examine the strategies that currently applied to Griya Cokelat Nglanggeran (2) to design the strategic decisions that can be applied for the development of Griya Cokelat Nglanggeran. This research is a quantitative research with the method of implementation by using descriptive research, taking saturated sampling (census sampling) involving all 13 available respondents. Techniques of collecting data used are interviews, observation, documentation and literature study. Data analysis techniques will be tested with IFE (Internal Factor Evaluation) matrix and EFE (External Factor Evaluation) matrix, IE (Internal-External) matrix, SWOT (Strength, Weakness, Opportunity, Threat) matrix and QSPM (Quantitative Strategic Planning Matrix) to decide the best strategic that can be applied. Based on the data in the processed matrix, the study draws key conclusions that (1) it highlights that the current strategies in Griya Cokelat Nglanggeran, particularly in production and marketing are limited. (2) The strategy applied based on the calculation on the SWOT matrix is the WO (Weakness-Opportunity) Strategy and the right strategy decision to be applied based on the QSPM matrix is a market development strategy based on the QSPM matrix analysis results. Overall, these findings provide valuable insights for the enhancement of Griya Cokelat Nglanggeran's business strategies.

Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode

PurposeThe purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.Design/methodology/approachThis paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.FindingsFirstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.Practical implicationsThis study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.Originality/valueThis paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.

Pengembangan Strategi Pemasaran Syariah Daging dan Ikan Halal melalui Digital Marketing :Studi Kasus Pada PT Daya Desa Asasta

The research is aimed at developing marketing strategies for halal meat and fish through digital marketing at PT Daya Desa Asasta. Digital marketing, or digital marketing, is a set of strategies to market goods or services through digital or online media, such as the Internet, social media, search engines, email, mobile applications, and other online platforms. This research assesses what has been implemented and which digital marketing strategies have had the most or the least impact. Through this research, more objective evaluations can be obtained, which can serve as the basis for making recommendations for improvements or decision-making related to marketing through digital marketing.This type of research is qualitative, using the research evaluation method and the goal-free evaluation model by Michael Scriven. Data collection is carried out with interviews with 2 subjects involved in the company's Power Village Asasta, observation, and document study. Data analysis with Miles & Huberman thematic analysis techniques (1994). Further, the monitoring of research credibility was carried out through steps of triangulation of data from Patton (1990). The results of the research were evaluation results, namely (a) 3 digital marketing strategies used: Tokopedia, Instagram, and  Whatsapp (b) 1 digital marketing strategy and 1 recommended product processing.Keywords: Digital Marketing, Sharia Marketing, Meat ,and Fish

Peran Kepemimpinan Dalam Meningkatkan Kualitas Manajemen Bisnis Sekolah Di SMAN 2 Mandailing Natal

The Service Learning approach has been adopted as a method to improve the quality of school business management at SMAN 2 Mandailing Natal. Through Service Learning, steps to identify community needs, project planning, implementation, evaluation and reflective learning have been carried out. With effective collaboration between school stakeholders and the local community, Service Learning projects succeed in providing real benefits to the surrounding community and strengthen students' skills and understanding of business management. As a result, SMAN 2 Mandailing Natal has been able to integrate business management principles into its school operations, including resource management, marketing and business strategy development. Thus, the Service Learning approach has brought positive changes in improving the quality of school business management, while producing a significant impact on local communities and student learning. This means that this article emphasizes that the role of leadership in encouraging Service Learning has been the key to success in developing quality and sustainable school business management.